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MRI Partners with Natural Marketing Institute
Date:12/10/2009

NEW YORK, Dec. 10 /PRNewswire/ -- Natural Marketing Institute (NMI) and Mediamark Research & Intelligence (MRI) announced today that they have integrated NMI's LOHAS consumer segmentation model with MRI's Survey of the American Consumer database.

LOHAS is an acronym for "Lifestyles Of Health And Sustainability," a consumer segmentation system that classifies consumers according to their behaviors and attitudes toward the environment, social issues and corporate social responsibility. MRI's Survey of the American Consumer is the country's most reliable and comprehensive consumer and media usage study.

"This data integration offers marketers a deeper understanding of the sustainability marketplace," said Kathi Love, President and CEO of MRI. "Combining NMI's classification of the LOHAS landscape with MRI's extensive insights into these consumers' attitudes, media behavior and product usage helps companies targeting environmentally conscious consumers to fine-tune their messages and media plans."

The five LOHAS consumer segments now available through MRI are:

NMI LOHAS Segmentation Model

  • LOHAS(TM) (19% of U.S. adults): LOHAS consumers are dedicated to personal and planetary health. Not only do they make environmentally friendly purchases, they are active stewards of the environment.
  • NATURALITES(TM) (15% of U.S. adults): This segment has a strong personal health focus through consumables. NATURALITES are not, however, as committed to the environment nor driven to purchase eco-friendly durable goods.
  • DRIFTERS(TM) (25% of U.S. adults): These consumers have good intentions, but factors other than the environment influence their actual behavior. They are, however, driven to sustainability based on the trendiness of the topic.
  • CONVENTIONALS(TM) (24% of U.S. adults): This very practical segment does
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SOURCE Mediamark Research & Intelligence (MRI)
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